It's that time again, and I'm not only talking about turkey and gifts. It's the 11th hour, when most marketing departments and agencies are budget-crunching and determining the coming year's next brilliant marketing plan. We frantically multitask, running the biggest campaigns of the year during the holiday season while juggling turkeys and gifts.
How do you do it all without producing a half-baked strategy that will make your boss cringe? Let's start with an understanding of your primary target market: your executive team. The fact is that to be successful as a marketing manager or social strategist, you'll need buy-in from the execs in order to move forward with your brilliant marketing plan in the first place. And unfortunately for you, social media marketing is one of the least understood and controversial marketing disciplines out there.
There are big differences between the executive level and the "doers" who are expected to get the job done:
It's easy to see where the disconnect lies between an executive and a marketer. While you're working harder than ever to implement a solid marketing strategy, your executive is looking into the future with more questions than decisions in each successive meeting. How do you convince your executives to let you work smarter, not harder? First convince them of the value of social media.
Social media happened. And it's growing at an unprecedented speed. If your company isn't already participating in social media, it has fallen dog-years behind the rest of the world -- not to mention many of your competitors. According to eMarketer, four out of five U.S. businesses with 100 or more employees will use social media marketing this year. Information is coming at us faster than it ever has before, businesses are discovering new opportunities to connect with potential and current customers, and being a smart, tech-savvy company has become part of the cost of doing business. To put it in a nutshell:
Innovate or die.
The talkBefore you resort to death threats, try having a more civilized discussion with your executive. Walk into your executive's office with a future vision of the company and a half-dozen statements in your back pocket:
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Great Article. I really enjoyed your elaboration under each bullet point.
Great article, Melanie! Really appreciate the insight and honesty, it's as if you were reading my mind!
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1 The best social media campaigns of 2013
2 The most meaningless (and hilarious) job titles on LinkedIn
3 6 signs your agency is dying
4 5 requirements for a sustainable career in marketing
5 6 social media network updates that you missed